The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
When it comes to making informed content decisions, entertainment executives and OTT platforms can use demand data to gauge interest in their TV series, like analyzing the German sci-fi drama, "Dark."
Demand data can reveal how popular a show is, how well it's doing in a particular market, and how it's stacking up against other titles on the market. Using this information, executives can make more informed programming, distribution, and acquisition decisions.
For instance, entertainment executives can leverage demand data to evaluate the estimated value of a series and understand the role it plays in customer engagement, retention, and acquisition. Demand data can let OTT platforms calculate the ROI of a specific title to assess its ability to drive subscriptions and suppress churn. It can allow platforms to estimate the cannibalization of audiences if a title is available on numerous services, and analyze how shows compare to their competition.
In the case of "Dark," OTT platforms can use demand data to determine what content to spend money on. They might see that "Dark" has extraordinary audience demand, ranking #32 in Germany, with 15.2 times the average show demand, and is in the 99.8th percentile of all drama titles in Germany over the last 30 days. They can also observe that audience demand for the show has decreased in Germany by 16.0% over the same period. The additional finding that "Dark" has higher demand than 99.8% of all drama titles in Germany means that it's well-positioned for a successful launch, and an excellent addition to any OTT offering.
Lastly, the choice to green-light a spin-off series or continue with future seasons should be driven by demand data. For example, the fact that "Dark's" franchisability potential is outstanding implies that a spin-off or another season could drive extra revenue streams for the platform.
In conclusion, OTT platforms and entertainment executives should use demand data to ensure they're making informed content decisions; understanding how a show's popularity fluctuates over time and respond to new opportunities. In such a highly competitive landscape, using data intelligence like Parrot Analytics to gauge enthusiasm can be the difference between capturing over a show with a considerable audience or unpredictably losing them to your competitors.
This is Dark's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Dark travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in Germany as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. Netflix, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for Germany. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Dark.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as Germany to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Dark from partners like Netflix.
Studios in Germany are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Dark? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Germany, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Netflix to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in Germany. Contact us now to leverage a return-focused selection criteria for title acquisition from Netflix by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Dark. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as Netflix to fortify your competitive position in Germany. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Dark), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Netflix by incorporating country-specific trend and market demand factors for all markets including Germany. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Dark, including those that have not even been released. Appeal to your target markets, including Germany, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Dark is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in Germany, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for Netflix and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for Dark, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2 p.m. PST using tv demand content analytics from Parrot Analytics for Dark in Germany. We provide our partners with deep entertainment industry expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.